The first part of the study will take place at 30 supermarkets and fish shops at locations including Oslo, Sandefjord, Stavanger, Bergen, Molde, Trondheim, Tromsø and Hammerfest.
The scientists hope several thousand people will participate.
"The aim is to find out what is most important for the consumers. Why do they make the buying decisions they do? These answers will better enable the producers to produce a better range of healthy and tasty fish products," says Senior Scientist Margrethe Esaiassen at Nofima Marked.
What is the most important for you when you are standing at the fish counter: What the counter looks like or what the fish looks like? Do you assess the quality yourself - or do you rely on the person serving you?
"There are no right or wrong answers, but we hope the result can help us to understand why Norwegians behave like they do at the fish counter," says Esaiassen.
Later in the month several hundred people will participate in tasting sessions involving different types of fish at several locations in Norway.
This study has been commissioned by the Norwegian Seafood Association (NSL).